Giorgia Moi is a results-driven copywriter, content writer, and marketer, passionate about creating engaging and persuasive writing and marketing that resonates with target audiences and achieves business objectives.


What is copywriting and what do copywriters ACTUALLY do?

As the online world continues to expand, the demand for digital content creators is skyrocketing. And I’m not referring to the influencers on Instagram and TikTok. I’m talking about the indispensable creatives set to mold the future of the digital landscape.

This includes copywriters, content writers, and content marketers. But what exactly do these people do? What is a copywriter and how can you become one? As a qualified copywriter, I want to share with you my take on it, and what I have learned from my journey.

Let’s start with the basics: what exactly is copywriting? According to the Cambridge Dictionary, it’s “someone who writes the words for advertisements.” While this definition captures the essence of a copywriter, I find it somewhat oversimplified. There is so much more to what we do, and if you intend to pursue a career in copywriting you should know what that is.

Earlier, I used the terms “content writer” and “content marketer” interchangeably with “copywriter.” This interchangeability is common in the job market, where employers often assign similar roles and tasks to individuals in these positions. But no matter the job title, you as a copywriter will create written content for a brand on various platforms and mediums for marketing purposes.

In my experience though, there are two primary routes you can pursue when seeking employment. Neither is better than the other and these can always intertwine. It’s also important to know that depending on where you live, and at which company you work, these roles may include extra responsibilities or even less of what I’m about to mention.

The first route you can take involves working at a company or an agency and handling their marketing as a brand. In this role you may find yourself:
  • Researching and writing blog articles
  • Interviewing team members and compiling case studies covering agency work
  • Managing and writing captions for the content calendar and social media
  • Researching and writing whitepapers
  • Creating and distributing newsletters to clients and email subscribers
  • Personal strengths
  • Monitoring social media platforms
  • Updating Google My Business profiles
  • Assisting the rest of the marketing team in all marketing efforts

This role is probably more of what you think of if you know a bit about copywriting or are studying it. This is where you’ll be in a role within an advertising agency that has several clients. You most likely will be put into a team with some designers, and be overseen by a creative director. You’ll work on advertising content for clients and in some instances (depending on the agency) you’ll be part of the research and strategic stages. But for the most part, you’ll be writing the words in the adverts for those clients.

Regardless of the exact role, you’ll be immersed in creating promotional content for various brands, serving as the voice behind the messages customers will encounter. Doesn’t that just sound so exciting?

There is no one path to becoming a copywriter as it is in becoming a lawyer or doctor. Instead, it requires a blend of qualifications and knowledge spanning marketing, writing strategies, and more. In my blog post titled “8 Essential skills you need to be a great copywriter”, I delve into some essential skills you’ll need to embark on a career as a copywriter.

As a copywriter myself, I don’t claim to be the definitive authority on all things copywriting. However, I would like to share what I have done to help you decide whether this may be a career for you and how I have created a career out of it.

Personally, I pursued a degree in creative brand communications, with my majors being in copywriting and digital marketing. This was a solid foundation that set me up to be able to successfully perform my job and responsibilities. But I know of others who have taken a different path. Some have studied English and marketing, and others communications, or creative writing.

So, what’s the best course of action for you? I recommend exploring educational institutions in your area to identify courses, degrees, or diplomas that offer the necessary skills for a career in copywriting. Keep in mind that regional differences may influence the required skill set, so reaching out to local copywriters for insights can be extremely helpful.

In conclusion, copywriting offers a fulfilling and dynamic career path. If you’re considering diving into the world of copywriting, I wish you the best of luck on your journey. For those eager to delve deeper into all things copywriting, I invite you to explore more of my blogs. You never know, you might just find the information you’re looking for.

Photo by Pixabay from Pexels:
Definition of Copywriting from Cambridge Dictionary: